Some Reasons Why Foreign Retailers Have Difficulties in Succeeding in the Japanese Market.

The article analyzes cases of foreign-affiliated retail companies that have entered the Japanese market. Carrefour SA opened its first store in Japan, at Makuhari, Chiba, in December 2000. But sales of the first, second and third stores were less than the targeted yearly turnover. The strengths of Carrefour were low price, by direct trading with manufacturers, and creating exciting store space. However, these two strengths were not demonstrated in Japan. Carrefour responded to local consumer attitudes and introduced typical Japanese business practices in July 2002.